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返回到 品牌管理:协调经营、品牌和行为

学生对 伦敦大学 提供的 品牌管理:协调经营、品牌和行为 的评价和反馈

4.9
5,703 个评分
2,117 条评论

课程概述

Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals. The aim of the course is to change the conception of brands as being an organisation's visual identity (e.g., logo) and image (customers' brand associations) to an experience along "moments-that-matter" along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change. You will learn and practice the following skills: 1. How to build brands from a broad organisational perspective 2. How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome) 3. How to build brands in multi-brand companies, across cultures and geographies 4. How to measure brand health in new ways, that is, internally in addition to externally 5. How to value and capture returns to brands across the organisation - introducing the new concept of employee-based brand equity - and how this is different from the valuation of brands as intangible assets. This course allows you to develop the following aspects of yourself: 1. Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today 2. Heart. Be motivated to engage in delivering your own brands – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation 3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”...

热门审阅

AS

Mar 16, 2021

Wonderful! Professor Tavassoli did a wonderful job of breaking down the business, brand & behaviour alignment process.\n\nVery insightful. I thoroughly enjoyed it and learned a lot. Thank you so much!

SS

Apr 19, 2020

Professor Nader has been immensely helpful in bringing about a change in the way i viewed Brand Management. The course is well framed with lots of good examples and interviews. A wonderful experience!

筛选依据:

1101 - 品牌管理:协调经营、品牌和行为 的 1125 个评论(共 2,152 个)

创建者 Ahmed S

May 31, 2022

It was a useful,exciting course, adding for me lots of information and knowledge.

创建者 Raul A

Sep 8, 2021

Estoy encantando con los conocimientos que adquirí!! Gracias DR Nadder Tavassolli

创建者 Jinghao P

Sep 7, 2021

these professor's English very clear, and the courses are knowledgable and enjoy.

创建者 Ayoub E

Jun 20, 2021

This course is so helpful for those who want to develop their skills in branding.

创建者 Geeta, R R S D

Apr 10, 2021

Thoroughly enjoyed this journey. Great lectures and interview content. Thank You.

创建者 Maria C G R

Oct 20, 2020

excelente curso para profundizar el tema de marca y su importancia en el negocio.

创建者 T. I M J U M

Sep 1, 2020

EXCELLENT. WANT TO PARTICAPTE MORE COURSE/TOPIC OF THIS PROFESSOR NADER TAVASSOLI

创建者 Sikandar Z

Sep 11, 2018

It was a great learning experience. Instructor was very original in his delivery.

创建者 Katarzyna K

Jan 30, 2022

I am very happy to participate in the course. I recommend to other participants!

创建者 Arielle L

Oct 28, 2021

Really interesting class with lots of cases as example to learn some new theory!

创建者 Hüseyin E A

Apr 11, 2021

Amazing.

A very high quality and daily life training on brand and value creation.

创建者 Sara S

Mar 29, 2021

Nader Tavassoli was a fantastic course leader, and the course was very valuable.

创建者 Doaa H I H

Mar 21, 2021

Although I have studied marketing before, this course adds new dimensions to me.

创建者 Pragya R

Feb 8, 2021

Nader has explained the concepts very well. I have learned a lot in this course.

创建者 Gaurav S

Dec 2, 2020

Very Informative and practical based scenario helps to understand course better.

创建者 Thanga I S

Aug 10, 2020

I absolutely loved the course and I thank Nader Travassoli has done a great job!

创建者 Bhavya V

Feb 9, 2022

This really helped me understand the concept of brand building and managing it.

创建者 Sharon A

Dec 2, 2021

​this was a great time learning process and unlimited information and knowledge

创建者 Patrícia F M

Aug 23, 2021

W​as amazing course, a deep dive in all the concepts. Congrats Professor Nader!

创建者 Sidra M

Aug 20, 2021

INFORMATIVE AND KNOWLEDGEABLE FOR ME. IT IS VERY USEFUL FOR MY FUTURE PLANINGS.

创建者 Kebbeh T

Nov 9, 2020

Very great course, a better understanding of brand management. Great community.

创建者 Amy E U

Sep 14, 2020

I enjoyed the course and learned a great deal about the many aspects of a Brand

创建者 Emilia R

Oct 23, 2019

I liked so much the way the teacher explain concepts and how used the examples!

创建者 Abiel R

Jan 17, 2022

very eye opening. I would recommend this for any manager, sales rep, or owner

创建者 Eurekaafrica T

Oct 7, 2021

A great learning experience of modern marketing and skills in brand management